Internet Marketing News Update #251, July 15, 2016

New study looks at click-through rate geography
Ad retargeting firm AdRoll analyzed its click-through data to find out where consumers are most and least likely to respond to online ads. Sunnyvale, CA had the lowest click-through rate, followed by Madison, W; Santa Clara, CA and San Francisco. On the most responsive side, Columbus, OH topped the list, followed by Detroit and Houston. On a state-wide level, consumers in Mississippi were found to be most likely to click on ads, while those in Utah were least likely.

Ad targeting goes non-verbal
The latest basis for ad targeting is provided by Twitter, which is allowing advertisers to target ads for its users based on the emojis they use when responding to content. Though things like food-based emojis create the most obvious targeting opportunities, this opens up a new frontier for marketers to correlate buying behavior with emoji choices.

Study: people often share content without reading it
There are a number of indicators that are used to determine the extent to which content is capturing an audience, and one of those indicators is how frequently a given piece of content gets shared. However, getting shared does not necessarily mean that content is getting read. A new study found that most people who share links -- 59 percent of them -- do so without actually opening those links to read them.
Search Engine Watch

Google looks to improve engagement by amping up load times
Google is promoting the use of a new protocol for mobile web pages called AMP. The goal is to speed up the time it takes pages to load, since it is believed that 40 percent of mobile viewers will abandon a page if it takes more than three seconds to load. According to a Google representative, Global Proxy Cache has the biggest impact on loading speed.
Search Engine Journal

Google restricts access to Keyword Planner tool
Google now requires anyone accessing its Keyword Planner to do so via an AdWords account. At the same time, there apparently has been a technical problem with access to Keyword Planner which has added confusion over the requirements for accessing the tool.
Search Engine Journal

Facebook gets more friendly, less newsy
After courting a variety of news organizations with the promise of increased traffic in exchange for access to content, Facebook has announced that it is going to put less emphasis on news content. Facebook is changing the algorithm that controls news feeds so that users will see content from their friends displayed more prominently, with less content from media business partners.
The New York Times

E-mail and traditional websites lead trend toward personalized content
Personalizing content is a higher priority among internet marketers than location-based marketing or virtual reality, and e-mails and traditional web sites are most likely to see the fruits of these efforts. According to a May survey by Evergage, 67 percent of marketers personalize e-mail content and 56 percent do so with traditional web site content, compared to just 27 percent personalizing mobile web site content.

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